Sales & Marketing

Key Highlights

• Client Description: The brand launched its first retail recreational dispensary in 2024. Ahead of launch, the client sought to establish a strong brand identity, generate awareness, and attract a loyal customer base in a competitive cannabis retail market. The client also hoped to capitalize on the location, characterized by heavy foot-traffic and means of transportation, as well as close vicinity to tourist attractions.
• Industry: Retail
• Years in Operation: Startup (launched 2024)
• Program: City of Boston
• Economic Development Outcomes: Establishment of a brand that aims to advance social equity goals through community-centered cannabis retail, while promoting influx of tourists, travelers, and culturally diverse consumers to the local area.

The Challenge

As a new entrant in Boston's highly competitive cannabis market, the brand needed a comprehensive strategy to generate buzz and stand out among established players. The client was uncertain about how to plan and execute a cohesive marketing campaign across digital, in-person, and community channels, while ensuring compliance with regulatory standards from a marketing perspective.

Services Sought: Brand Strategy, Marketing Plan, Content Development, and Omnichannel Campaign Guidance

What We Delivered

• Brand Development: Defined brand story, core values, and value propositions; advised on visual brand assets including storefront banners, interiors, and in-store visuals.
• Marketing Strategy: Created a full omnichannel marketing plan, including segmentation of target demographics (such as commuters, tourists, residents, professionals) and messaging frameworks for each stage of the customer journey (awareness, consideration, decision, loyalty).
• Digital Presence: Provided SEO best practices, improved Google Business Profile, social media guidance, and website recommendations to enhance discoverability.
• Content & Collateral: Designed custom social media templates, created content pillars, and provided guidance on promotional materials for in-store and digital use.
• Community Engagement: Offered event-based marketing tactics and messaging strategies to build brand affinity through local partnerships and in-person experiences.
• Analytics & Reporting: Recommended tools and KPIs to track campaign performance and customer engagement metrics.

Client impact

Firebrand Cannabis entered the market with well-strategized brand presence. Equipped with a full marketing playbook, the client was able to:

• Execute a coordinated soft- and hard-launch marketing campaign.
• Build a recognizable and community-centered brand narrative.
• Increase digital discoverability, improving visibility across search and social platforms.
• Streamline customer experience in-store with visual and service recommendations.

Economic Development Outcomes

• Business-Level Impact: The brand launched with a strong foundation for growth, driving early brand recognition, and community engagement. The client is positioned to scale through expanding on the brand's social equity positioning, potential partnerships and collaborations, new and repeat customers, and effective digital channels.
• Community & Ecosystem Impact: The business creates new jobs in retail operations and contributes to the activation of the local area for improved commerce. The emphasis on community events and social equity initiatives strengthens local engagement and provides an inclusive model of cannabis retail.
• Revby’s Role in Economic Growth:Revby's marketing and brand strategy support enabled the client to not only enter a competitive market successfully but also contribute to Boston's broader goals of fostering socially responsible small businesses in emerging industries. This helps advance the City of Boston's goals of supporting small business launches in regulated industries, improving corridor vitality, and supporting entrepreneurs.